There are a number of reasons why I often wish I lived in Europe: the food, the architecture, being able to take day trips to Paris... Now I can add "exclusive makeup collections" to that list. The moment I laid eyes on Maybelline New York's newest cosmetics line, MNY—which is currently only available in Europe—I wanted to hop on the next overseas flight. Between the deliciously vibrant colors, supercute packaging, and bargain prices (nothing is over 4 euros, which at the current exchange rate works out to less than $5), it's quite possibly the savviest idea to hit the continent since those free bikes scattered throughout Paris.
But these aren't even the most exciting details about the line. What makes it truly unique is that it was designed specifically for young women who get their beauty information from haul videos, beauty blogs and vlogs, and street culture. With that in mind, Maybelline is getting the word out not through advertising, but via an interactive website that connects readers to existing social networks as well as MNY's own. The idea is to encourage women to talk openly about the products, share tips, and come up with their own ways to wear and shop the colors. It's like the Polyvore of makeup—you choose from over 150 goods, then style 'em from your personal point of view.
The core line is categorized by seven color families rather than by type of product. In addtion, every two months a limited-edition collection will launch based on fashion and street trends. Current ones include I Am Pop Queen (which consists of energetic brights) and I Am A Sweetheart (comprised of cheerful pinks and shimmery pastels—check out the photo above).
If your summer vacation plans include visiting Germany, Austria, or Switzerland, you can pick up the collection now in drug stores. The line is scheduled to launch in the U.K. and Sweden by the end of the year, and, more importantly, here in the U.S. sometime in the second half of 2011. If any of you adventurous travelers get your hands on some of the products soon, please let me know what you think!
PHOTO COURTESY OF MAYBELLINE NEW YORK